Does your cellar door make as much money as the next guy down the road?
March 2008

So your cellar door appears to be doing well. But have you ever wondered how well? Have you ever wondered if you attract as many visitors as the next guy down the road, and do they spend as much when they do visit? Maybe you’re a star performer...or maybe you’re not!

Answering these simple questions was on Larry Jacobs’ mind when he subscribed to CellarDoorMETRICS®.

Larry Jacobs is the Director of Hahndorf Hill Winery, a boutique winery just a short drive from Adelaide in South Australia. Recording and tracking his own performance was easy, but figuring out what the potential was in his region, what facilities other wineries provided that made the largest contribution to cellar door revenues, how many bottles the average visitor purchased and what average sale value he could expect from each visitor, was what he needed to help to identify what he was doing right and where he could improve.

With a secure logon, Jacobs updates his visitor numbers, cellar door and gourmet food sales made at his winery each week onto the CellarDoorMETRICS® website. By using the reporting tools, he can then run a range of reports to track his own performance and compare with the other wineries in his own region, or those of a similar size around the country.

“I find that CellarDoorMETRICS® is absolutely indispensable when I’m benchmarking myself in order to measure my performance and progress,” says Jacobs.

CellarDoorMETRICS® is an online cellar door benchmarking tool developed by Morton Blacketer and the Winemakers’ Federation of Australia (Australia’s peak wine industry body), with the cooperation of the Australian State and National Tourism Organisations, to analyse the performance of Australia’s cellar doors and create national benchmarks.

With an established subscription base across Australia, from Margaret River to the Barossa, from the Hunter Valley to the Yarra Valley, the program is now being offered internationally and is available to New Zealand wineries at www.cellardoormetrics.com.

CellarDoorMETRICS® subscribers vary from small, direct to consumer based winery operations like Hahndorf Hill Winery, to large multinationals. Wineries can track their own performance over time, establish which wine tourism offerings contribute most to bottle sales and revenues in their own operation and then compare this with other wineries of similar size across New Zealand, Australia and around the world. Sales reporting is provided in New Zealand dollars, converting international data to the local currency, at the average daily rate, to enable realistic, timely comparisons.


Further information:
Stephen Blacketer T:+61 8 8357 9500 F: +61 8 8357 9400
Chief Executive Officer Mobile: +61 438 941 418
Morton Blacketer Online Email: sblacketer@mortonblacketer.com.au

CellarDoorMETRICS website: www.cellardoormetrics.com

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